The project draws attention to IKEA’s usage of multiple channels to reach its customers, however, it also points out the fragmentation of these channels.
On detailed analysis, the report makes the following recommendations:
• Improve process efficiencies to cope with logistics and ecommerce
• Shift from Multi-Channel to Omni-Channel
• Integrate offline and online initiatives
• Implement emerging technologies
This report concludes that these recommendations will help IKEA remain differentiated and maintain market leadership in an industry that is continuously evolving.